Work

How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name

Year: 2025

Type: article

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-12-2023-0248

Authors: Cheng Lu, Yiyun Zhang, Ziye Chen, Zhencong Sang, Zunli Liu

Institutions: Ministry of Education of the People's Republic of China, Donghua University, Shanghai University of Engineering Science

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4408254073

FWCI: 3.619

Cites: 83

Cited by: 2

Related to: 10